On November 2, 1999 Rob McCartney with Kurtz Brothers, Inc. hosted a panel of four speakers who provided valuable information in using the media as an effective tool for communicating with the general public.   Below is a summary of each panelist’s presentation and the discussion that followed.

Joe Case, News Director, Ohio Radio News Network, noted that the media provides everyone the “ power to spin your story.”  Because radio broadcasts are limited by time and determined by listener’s interest, the focus is primarily on crises.  Case provided five tips for being interviewed for a radio broadcast:
1) Keep it simple.  Do not use jargon or details that require extensive knowledge.
2) Make it relate to the listener.  The public wants to know how their lives will be effected.
3) Put a “human face” on your story.  A “testimonial” by someone involved is more effective than a spokesperson.
4) Keep it short.  The broadcast will be less than one minute so stay focused.
5) Show confidence.  Anticipate questions and prepare answers.  A nervous tone (“umm”) affects your credibility.

Tom McNutt, Channel 4, Columbus is also a retired Extension Agent from Franklin County.   McNutt noted that the top agricultural concerns are odor, food safety, and aesthetics.   He stressed that it is the interviewee’s responsibility to present his/her side of the story and educate the media.  To maximize the time (usually 90 seconds) given to television broadcasts, he suggested being prepared so that you can ask and answer your own questions.   Other tips include:  never keep a reporter waiting; relax, ad lib and be yourself; talk to the camera, it is the other person; avoid unnecessary movement; and use visual props if at all possible. Top on the list of what not to do is lying and refusing an interview.  These responses only send a message that you have something to hide.

Randy Edwards, Environmental Editor, Columbus Dispatch, reported that a newspaper provides more opportunities for in-depth reporting and is more likely to cover a story that is not a crisis situation.  Edwards reiterated the need to develop a relationship with reporters, to be open and up front with information, and to not be defensive.  It is important to understand the media and type of story being produced and to know the audience.  The Columbus Dispatch audience is primarily urban and needs to be educated about how changes in the economy, regulations and increased land costs are impacting farmers.  “You want to eat don’t you” is not the response that will further your cause.  It is an overused cliché.  Edwards also suggested using the interview time wisely.  Attacking the reporter waste valuable time that should be used to present your story.  Finally, know what point you want to get across and stick with it even though the reporter might have his/her own agenda.

Bill Clutter, Legislative Affairs Chair, Lawn Care Association, presented a view as an interviewee.  He noted that his experience is that reporters are looking for a balanced story but it is the interviewee’s responsibility to take the opportunity to present his/her story.  Clutter suggested that affiliated organizations such as producer groups are good resources for preparing a response or in acting as a spokesperson.  In responding to a reporter always maintain a professional, calm demeanor and listen to the questions so that you can adequately address concerns.  Also, if you don’t know the answer, admit it.

Rob McCartney, Kurtz Brothers emphasized that the consistent message from each speaker’s presentation was the emphasis on developing a relationship with your paper, radio or TV station now – before any crisis occurs.  Once a relationship is built, they will look to you as a resource when relevant issues arise, instead of a target.

For those who find this a difficult task, help is available from producer organizations, OSU staff and extension personnel.  Ken Kulka (kulka.1@osu.edu or 614-292-9675) and Suzanne Steel (steel.7@osu.edu or 614-292-9673) with OSU Communications and Technology have volunteered their assistance to anyone needing help to bridge the gap and make media connection.